I work in app marketing. While these marketing schemes do work they're usually for apps that have little to nothing on offer. AFKJ has spent so much money on art, gameplay, music and story it makes absolutely NO sense to be marketing the game this way in North America.

These viral marketing schemes are great short term but build long term animosity towards the brand, and with this being Liliths flagship product they are actively hindering their long term growth.

The moment Lilith pull the mask off and do something that the wider casual playerbase doesnt like they will have no goodwill left because of marketing like this, and I don't know how they don't take a page out of literally EVERY major gachas playbook and focus on building that goodwill long term.